CompTIA Day 3–Selling the Green IT Promise

“Green IT”.  I’m sure you’ve heard the term.  And in the Information Technology services industry, those two words should be representing a few things:  

• A way to help the environment
• A new revenue stream
• A way to help businesses reduce expenses

But, those messages have yet to really sink in–although they have grown dramatically in just the past eighteen months.   

Levy Antal of Image Microsystems was a key member of a  panel discussion today at CompTIA Breakaway 2010 on selling the IT promise into enterprise and SMB customers.  The other members of the panel included John Mehrmann of Zylog Systems LImited, Jay McBain of Lenovo, and Michael Proper of Clear Center.  The panel was moderated by leading blogger and writer, Heather Clancy.   

Levy Antal, Doriana Allyn, Sue Krautbaur, and John Mehrmann of CompTIA's IT Services Community

 

The first topic covered was “What Are the Motivators?”  The main ones identified by Forrester Research were:  

• Reduce energy-related expense
• Reduce other IT operating expenses
• Improve the company’s brand image

The first two really are no-brainers.  If you can convince a company that they can save money by going “green”, then they are all over it.  The other motivator that companies tend to overlook is the negative impact that improper disposition of end-of-life IT equipment can have on a brand.  Imagine if  your company’s IT asset tag, data, or manufacturer’s logo ended up in a toxic e-waste dump in Africa or other developing country.  That’s clearly fodder for a 60 Minutes special and another negative documentary.  When you select a partner to help dispose of retired IT assets, you need to make sure they aren’t “fake recyclers” that sell the stuff downstream–meaning way downstream like to China or somewhere.  

Heather Clancy Introduces the "Green IT" Panel

 

So, how do you find the honest reverse logistics providers?  You can always make sure they have the “right” credentials like ISO 14001, R2, e-Stewards, or whatever.  But the main credential comes from you.  You need to ask the right questions.  Like, “can you please document your audited, downstream processes?”, or “how do you handle data destruction”, or “can I see the audit reports from your downstream vendors?”.  You will need to get straight answers on all those questions.  As I’ve written before, if e-waste recycling is “free”, then you can just about guarantee that the stuff is being sold overseas.  That’s where your data, brand, and identity wind up!  Proper e-waste recycling costs money.  But, if you connect with the right partner, you can often receive a revenue share when your technology is refurbished or parted out.  You just need to connect with the right partner.  Here’s my plug for Image Microsystems, because they do it right.  They even make signs and road markers out of e-waste plastic.  

The MSPs and VARS in CompTIA‘s member ranks have a great opportunity to add a value-added service to their business offerings.  They can dovetail “Green IT” into technology refreshes that actually save money for their customers.  Plus, it’s going to happen sooner rather than later–customers will start demanding it.  Take a look at the growth of LEED certification and green buildings.  It’s reached the tipping point now, so you need to make sure you are knowledgeable so you can hitch a ride on the coming tsunami.  Because it will come.  Think about the growth of the connected home, the smart grid, and the public’s demand for greener solutions.  Business owners are people too, and they often have a consumer mindset.  They aren’t immune to the ever-growing demand for anything and everything “green”.  Even if customers are pinching pennies, “Green IT” can help them.  It’s more often cost beneficial– because the energy savings and the potential asset recovery revenue share quickly negate the up-front costs.   

The "Green IT Panel" (L. to R.) Mehrmann, McBain, Antal, Proper

 

Yet, Forrester Research found several reasons companies give for not implementing “Green IT”:  

• Too many competing priorities
• No defined ownership
• No clear business case or ROI
• No capital available

Wake up everybody!  Before you know it, regulations (most of which are already in place in Europe and Asia) are going to force you to do it.  As I’ve previously posted, CompTIA is there to help with their Green IT Strata Program, as well as the Green IT Initiative from the IT Services and Support Community.  It’s confusing right now, but take a few steps immediately to get informed.  It’s an opportunity for a new revenue stream–not to mention a moral imperative.